# Protein-Rich Hard Juices The Build Hard Juice Has a 4.9% ABV with a Zero-Sugar Recipe By Michael Hemsworth | Published 2022-10-14 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/build-hard-juice References: [foodbev](https://www.foodbev.com/news/pulp-culture-and-the-every-co-launch-protein-boosted-hard-juice/) & [pulpculture.la](https://www.pulpculture.la)  The [Build](https://www.trendhunter.com/trends/diy-beverages) hard juice has been created by Pulp Culture in partnership with The Every Company as a [protein-rich refreshment](https://www.trendhunter.com/trends/aura-collagen-protein) for consumers to enjoy. The functional beverage is infused with [probiotics and adaptogens](https://www.trendhunter.com/trends/protein-collection-and-systems), and contains Every protein which is touted as being the first of its kind for the alcohol category and also has an animal-free formula. The drink features a naturally alcoholic recipe that has a 4.9% ABV to give it a better-for-you recipe in comparison to other alcoholic refreshments on the market. Pulp Culture Co-Founder Brendan Brazier commented on the Build hard juice saying, "Build is something that I’ve wished existed for years: highly bioavailable, nature-equivalent and quality animal protein—without the animal—in a wild-fermented, naturally alcoholic, zero-sugar probiotic beverage with botanical adaptogens.” ## Trend Insights (Trend Hunter) - Score: 3.7/10 - Popularity: 52% | Activity: 46% | Freshness: 13% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking) ## Key Themes ### Key Themes Behind This Trend - **Protein-infused Beverages:** Opportunity to create more protein-rich alcoholic and non-alcoholic beverages using plant-based protein sources. - **Functional Beverages:** Incorporating adaptogens and probiotics into alcoholic beverages to offer a healthier alternative to traditional cocktails. - **Naturally Alcoholic Beverages:** Creating alcoholic beverages with a naturally occurring, low ABV recipe that appeals to health-conscious consumers. ### Where This Applies - **Alcohol:** Innovations in the alcohol industry that offer a healthier, more functional alternative to traditional drinks. - **Plant-based Foods:** Developing new plant-based protein sources to add to protein-infused beverages and snacks. - **Health and Wellness:** Creation of products that align with increasing consumer interest in health and wellness, including functional beverages and healthier alcoholic options. ## Related on Trend Hunter - [Bubble-Free Hard Juices](https://www.trendhunter.com/trends/just-hard-squeezed.md) - [Alcohol-Free Protein-Packed Beers](https://www.trendhunter.com/trends/lifted-drinks-recovery-lager.md) - [Functional Protein Fiber Refreshments](https://www.trendhunter.com/trends/beyond-immerse.md) - [High-ABV Hard Juices](https://www.trendhunter.com/trends/hard-juices.md) - [Sour Protein-Rich Refreshments](https://www.trendhunter.com/trends/protein-energy-drink.md) - [Hydrating Protein-Packed Drinks](https://www.trendhunter.com/trends/upbeat-protein-drinks.md) - [Zero-Sugar Protein Sodas](https://www.trendhunter.com/trends/dont-quit-protein-soda.md) - [IPA-Style Hard Seltzers](https://www.trendhunter.com/trends/juicy-hazy-hoppy.md) - [Canned Hard Juices](https://www.trendhunter.com/trends/wild-nectar-hard-juice.md)